平衡計(jì)分卡與戰(zhàn)略地圖

1、Having Trouble with Your Strategy?Then Map It.By Robert S. Kaplan and David P. Norton 學(xué)生：王郁華 指導(dǎo)教授 ：葉宏謨教授9/10/2022AgendaIntroductionOverviewDiscussionThe Optimal Control SolutionConclusions9/10/2022IntroductionA workforce needs clear and detailed information to execute a business strategy successfull

2、y. Until now , there have not been many tools that can communicate both an organizations strategy and the processes and systems needed to implement that strategy. But Kaplan and Norton, the creators of the balanced scorecard, have adapted that seminal tool to create strategy maps.9/10/2022Robert S.

3、Kaplan and David P. Nortons, The Balanced Scorecard: Translating Strategy into Action (Harvard Business School Press, 1996)Balanced scorecard, which measures a companys performance from four major perspective:FinancialCustomerInternal processLearning and growthOverview9/10/2022Strategy map show the

4、cause-and-effect links by which specific improvement create desired outcome.Strategy map that enables organization to clarify their vision and strategy and translate them into action.9/10/2022DiscussionWhat is Balanced ScorecardWhat is Strategy Map?Why Strategy Map?9/10/2022What is Balanced Scorecar

5、d?A management system (not only a measurement system)It translate vision and strategy into action. It provides feedback around both the internal business processes and external outcomes.9/10/2022What is Strategy Map?Strategy maps show how an organization plans to convert its various assets into desi

6、red outcomes.Companies can use the template here to develop their own strategy map, which are based on the balanced scorecard.9/10/2022The template shows how employees need certain knowledge ,skills, and systems (learning and growth perspective ) to innovate and build the right strategic capabilitie

7、s and efficiencies (internal process perspective) so that they can deliver specific value to the market (customer perspective) , which will lead to higher shareholder value(financial perspective).The template of Strategy Map9/10/2022Why Strategy Map?To understand how organizations create value in th

8、e information age, we developed the balanced scorecard, which measures a companys performance from four major perspectives: financial, customer, internal process, and learning and growth.9/10/2022The Optimal Control SolutionCase study (Mobil North American Marketing and Refining ;NAM&R)Mobils Balanc

9、ed Scorecard Strategy Map Financial Perspective Customer Perspective Internal Process Perspective Learning Growth perspective 9/10/20229/10/2022Mobils Strategy Map - Financial Perspective Revenue Growth StrategyUnderstand customers needs and differentiate accordingly.Productivity Growth StrategyMaxi

10、mize the use of existing assets; integrate the business to reduce total delivered cost.9/10/2022Mobils Strategy Map - Customer PerspectiveProduct/Service AttributesClean , safe , quality product , speedy purchaseRelationshipFriendly, helpful workers , recognize customer loyaltyImageTrusted brandWin-

11、Win Dealer RelationsOffer more consumer products, help dealers develop their business skills.9/10/2022Mobils Strategy Map - Internal process PerspectiveCreate nongasoline products and services.Understand customer segments better and build best-in-class franchise teams.Improve hardware performance an

12、d inventory management, deliver products on spec and on time, and become the industry cost leader.Improve environmental health and safety.9/10/2022Mobils Strategy Map - Learning and Growth PerspectivePromote functional excellence, develop leadership skills, and create an integrated view of the company among employees.Adopt new technology that encourages and aids process improvements.Align business and personal goals.9/10/2022ConclusionsStrategy maps will help organizations view their strategies in cohesive, integrated and systematic way.Executives can also use the maps as the f